POSTMODERN DÖNEMDE DİJİTAL DENEYİMLER IŞIĞINDA DEĞİŞEN TÜKETİCİ KİMLİK, TERCİH VE TUTUMLARI ÜZERİNE BİR ARAŞTIRMA

Öz

Hayatlarımızda özellikle son otuz yıldır, teknolojik bir devrim yaşanmakta olup insan yapımı dijital bir evren inşa edilmektedir. 20. yüzyılda bilgisayarlar ve internetle başlayan süreç, üretimlerin artık robotlar tarafından yapılmasına, yapay zekanın ortaya çıkmasına, üretimlerin üç boyutlu yazıcılarla evlere inmesine, büyük miktardaki veri yığınlarının, yapılan analizlerle amaca yönelik olarak işlenip değerlendirilmesine evrilerek hayatlarımızın her bir noktasında yer bulan dijitalleşme sayesinde bugün artık söz konusu dijital evren inşasının tüm ön aşamaları tamamlanmış durumdadır. İçinde bulunduğumuz ve postmodern dönem olarak bilinen bu dönemde ortaya çıkan en büyük farklılıklardan bir tanesi benliğin belki de ilk kez bir nesneye dönüşmüş olması; üretilen, pazarlanan bir ürüne dönüşmesidir. Amaç: Tüketici taleplerine göre üretim yeniden şekillenmiş; fizyolojik ihtiyaçların karşılamasının yanı sıra psikolojik ve sosyolojik ihtiyaçlarının da dikkate alınmaları birer gereklilik olmuştur. Yüksek teknolojilerle yaratılmakta olan gelecekte yer alabilmek ve literatüre bu anlamda katkı sağlamak adına günümüz tüketici benliklerinin sanal evrendeki olası dijital tüketici davranış ve deneyimlerinin belirlenmesine katkı sağlaması amaçlanmıştır. Yöntem: Çalışma verileri LİSREL 8.7 ve SPSS 25.0 ile değerlendirilmiştir; her bir değişken ayrı birer ölçek olarak kabul edilerek ayrı ayrı geçerlilik ve güvenirlilikleri incelenmiştir. Hipotezler çıktılarının araştırılmasında yapısal eşitlik modeli kullanılmış, sağlanan sonuçların dağılımları için normal dağılım analizlerinden ve merkezi eğilim değerlendirmelerinden faydalanılmıştır. Bulgular: Müşteri deneyimine yönelik geleneksel/dijital alanlardaki geniş literatürden yararlanılarak, çevrimiçi deneyimlerden elde edilen verilerin analizi ile çevrimiçi müşteri deneyimine yönelik kapsamlı bir kavramsal model geliştirilmiş ve dijital uygulamaların bu deneyimlere göre tekrar kullanımlarına yönelik tutumlar araştırılmış, çevrimiçi müşteri deneyiminin bileşenleri ve sonuçları arasındaki bağlantılar ortaya koyulmuştur. Özgünlük: Çalışmada üç model bir arada kullanılarak bir model oluşturulmuş, tüketicilerin dijital ortamdaki kullanıma yönelim tutumları farklı yönlerden incelenmiştir. Tüketicilerin sanal ortamlarda kazandıkları bilişsel ve duygusal deneyimlerinin, ortamın ve cihazların niteliklerinin, algılanan faydanın ve memnuniyetin ve çevresel unsurların tutumlarına yönelik etkileri incelenmiş bu sayede dijital satın alım ve kullanım için gerekli olan unsurların belirlenmesine katkı sağlamıştır.

Anahtar Kelimeler

• “Postmodern Tüketim”
• “Müşteri Deneyimi”
• “Dijital Benlik”
• “Çevrimiçi Müşteri Deneyimi”
• “Akış Teorisi”
• “Teknoloji Kabul Modeli”

A STUDY ON CHANGING CONSUMER IDENTITIES, PREFERENCES, AND ATTITUDES IN THE POSTMODERN ERA THROUGH DIGITAL EXPERIENCES

Öz

Over the past thirty years in particular, we have witnessed a technological revolution, with the construction of a human-made digital universe. One of the biggest differences that emerged during this period, known as the postmodern era, is that the concept of self has perhaps transformed into an object initially ever; It turned into a product that is produced and marketed. Purpose: To participate in this emerging future and add to the literature on this matter, my study focuses to identify the possible digital consumer behaviors and experiences of contemporary consumer identities in the virtual realm - the metaverse. Method: Statistical evaluation was conducted using LISREL 8.7 and SPSS 25.0 applications. Each variable was evaluated as a separate scale, and a thorough examination was conducted to determine the validity and reliability of all scales individually. Structural equation models were used to examine the findings of the research hypotheses, normal distribution analyses and measures of central tendency were utilized to assess the obtained data distribution. Findings: Using a broad scope of customer experience in traditional and digital areas, we've created a detailed conceptual model for online customer experience. We analyzed data from online interactions, investigated attitudes towards reusing digital applications based on these experiences, and uncovered connections among the components and outcomes of digital user satisfaction. Originality: By combining three models, a single model was developed in the study, and consumers' attitudes towards digital usage were examined from different perspectives. The study investigated the effects of consumers' cognitive and emotional experiences in virtual environments, the characteristics of the environment and devices, perceived benefits and satisfaction, and environmental factors on their attitudes, thereby contributing to the identification of the elements necessary for digital purchase and usage.

Anahtar Kelimeler

• "Postmodern Consumption"
• "Customer Experience"
• "Digital Self"
• "Digital Customer Experience"
• “Flow Theory”
• “Technology Acceptance Model”

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